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Card Linking – The New Digital Age of Loyalty

April 28, 2015

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1   How we see current CLO landscape

2   Emerging Opportunity for CLO

3   In-Market Application

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Current CLO Landscape

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Current CLO

Development of Current CLO

3rd Party Providers enable early Bank

Issuers Examples:

Truaxis, Cardlytics, Edo

Publishers emerge with discount/

coupon content Example:

coupons.com

Focus is on single-use

coupons/discounts Examples:

Spend $50 to get 5% off; buy product A, save

$0.50

Most commonly used currency is

cash-back or % of sale

Example: Most all current CLO’s

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Category Year Established

Bank Intermediary/Enabler 2008

Bank Intermediary/Enabler 2007

Bank Intermediary/Enabler 2007

Digital Coupon Publisher 1998

Promotional Offers Tweeted by Merchants 2006

Item-based Card-Linked Marketing 2011

Summary Programs/Providers

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Best-in-Class CLO

BankAmeriDeals continues to lead the market based on sheer offer volume, market awareness and consumer scale

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Emerging Opportunity for CLO

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Day 1 Accepts offer

Day 5 Transaction posts

Sports Authority Checkcard Transaction Amount $72.50

Day 3 Makes purchase

Day 9 Rewards pending

Day 12+ (~45 days) Cash back credited

Today’s CLO Currency: Cash Back

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Historical Loyalty in US

The average consumer is part of 29 loyalty programs and active in 12,

leading to a packed keychain

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CLO within the Loyalty Construct

Consumers receive offers through multi-channel communications Channels include web, email, mobile app, push, SMS, etc.

Consumers have MasterCard, Visa or AMEX cards already

This reduces consumer friction. Already having these cards eliminates the need for a custom loyalty card.

Consumers participate in the offer at participating locations

Merchants already accept these major credit cards, which eliminates merchant friction.

ACCEPTED HERE

Consumers earn valuable loyalty rewards outside of cash back/couponing Other rewards include points, miles, fuel savings, etc.

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In-Market CLO Loyalty Application

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I saved $260 at Shell since joining Fuel Rewards®!

“ ” –Tiffany, New Orleans

Join

Link

Earn

Save

1

2

3

4

+

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How Fuel Rewards Performs

Coalition models have been successful in most mature economies, yet elusive to achieve in the U.S. Fuel Rewards, however, demonstrates traction and momentum.

Fuel Rewards Success to Date (33 months)

Members 5.2 MM

Reward TXNs 800 MM

Gallons PTD 2 B

Dollars Saved PTD $ 540 MM

Monthly Savings Run-Rate $ 20 MM

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Top Global Coalition Programs Year

Established Number of

Households Household Penetration

Travel Club, Spain 1996 18.2M 70%

AIR MILES, Canada 1992 12.4M 70%

Nectar, UK 2002 26.4M 68%

Payback, Germany 2000 39.9M 60%

Fly Buys, Australia 1994 7.8M 60%

AIR MILES, Netherlands 1995 7.4M 60%

Dotz, Brazil 2000 57.3M 46%

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The Power of Cents-per-Gallon

•  Cents-per-Gallon Fuel Rewards® is a SUPERIOR consumer rewards currency and our POINT OF DIFFERENTIATION

•  High-perception of value

•  Irrational consumer behavior

•  Instant gratification

•  Social/viral/emotional nature

•  Unmatched recency and frequency

•  Recession proof

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Common Earnings Bucket

Earn 10¢/gal

Earn 5¢/gal for every combined $50 spent at participating retailers

Spent $15.33 Spent $31.72 Spent $24.22 Spent $46.20

Total Spent $117.47

$17.47 toward next reward

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Fuel Rewards Personalized CRM

Mobile App SMS Alerts

Mobile Optimized Web

Ongoing Member Emails

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Shell BTL Touchpoints

•  10+ million dollar impression value per quarter

•  Viewed by hundreds of millions of consumers

•  5 minute average captive rate at the pump

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Card-Linked Offers Elimination of merchant/

consumer friction

Coalition Loyalty Business Model

Defensible; High exit barriers

Mobile/Social/Local Revolutionizing choice/

consumption

Cents-per-Gallon Currency

Emotional/Irrational; High value perception

SUCCESS

Fuel Rewards Differentiation

Defensible Business Model

•  Patented technology

•  Exclusive provider of cents-per-gallon rollback at the pump

•  Shell as national redemption partner

•  Grocers as a program cornerstone

•  Omni-channel CRM

•  Merchant funded offers – several exclusive to Fuel Rewards

Information in this document is confidential and proprietary. © Excentus 2015.

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Summary

•  We believe CLO is the new frontier of loyalty

•  It’s the natural evolution between traditional card-based loyalty to integration with smartphones and mobile wallets

•  We are excited about CardLinx™ and the general momentum in the space

•  We’re eager to see multiple CLO models get greater scale and adoption. We believe this is a “rising tides will raise all ships” market opportunity